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高兴的帐篷
案例简介：描述客户的简报 作为一个承诺更坚决反对浪费的品牌，我们已经在创新 3r 中的 2 个: 减少 (通过在我们的袋子中使用更少的塑料) 和回收 (通过支持回收计划和创造专业产品。)但是问题仍然存在: 我们如何将第3 R (重复使用) 应用于我们自己的包？ 此外，尽管厨房通常是我们的领域，女性 (家庭主妇) 是我们的目标，但我们想走得更远 (浪费无处不在!)) 和更年轻 (在消费者进入这个类别之前和之后与他们联系)。 我们希望人们在垃圾之外与快乐联系。 促进发展 我们想出了一个想法，这将有助于我们的品牌和我们的目标从厨房到 (外部) 世界与废物作斗争, 将 “重用” 原则应用于我们的产品，并与千禧一代建立相关联系。 进入快乐帐篷: 一种产品，打算在音乐节期间用作帐篷 (人们在那里露营几天)，在音乐节结束时用作袋子, 处理人们的垃圾。这种方式会让反对浪费的立场变得更容易和更酷 -- 即使人们只是想玩得开心。 结果 因此，我们通过帮助粉丝在发现营地时离开营地，使露营体验变得更加绿色: 干净。 与产品/服务的相关性 最后，品牌有一种方法将 “重用” 原则应用于他们自己的产品，这种方法对消费者来说是相关的和有趣的。有了这个想法，不仅会很高兴达到他们的品牌 DNA，而且会与一个目标建立一种有意义的关系，否则，这个目标甚至不会考虑这个品牌, 更不用说与它有联系了。 快乐帐篷是一个突破性的产品，在消费者中引起敬畏和兴奋，并将快乐的感知从简单的垃圾袋提升到创新和相关的品牌。
高兴的帐篷
案例简介：Describe the brief from the client As a brand that promises a stronger stand against waste, we were already innovating around 2 of the 3 R’s: Reduce (by using less plastic in our bags) and Recycle (by supporting recycling programs and creating specialized products.) But the question remained: how could we apply the 3rd R (Reuse) to our own bags? Additionally, although the kitchen is usually our domain and women (homemakers) are our target, we wanted to go broader (waste happens everywhere!) and younger (connect with consumers before and as they enter the category). We wanted people to connect with Glad beyond trash. Promotion Development We came up with an idea that would help our brand and our target take the fight against waste from the kitchen to the (outside) world, applying the “Reuse” principle to our product and building a relevant connection with Millennials. Enter the Glad Tent: a product intended to be used as a tent during Music Festivals (where people camp for days), and as a bag, at the end of the Festival, to dispose of people’s trash. This way Glad would make the stand against waste –even when people are just thinking of having fun– easier and cooler. Results As a result, we made the camping experience a greener one by helping fans leave the campsite as they found it: clean. Relevancy to Product/Service Finally, the brand had a way to apply the 'Reuse' principle to their own product in a way that would be relevant and interesting to consumers. With this idea, not only would Glad live up to their brand DNA, but it would establish a meaningful relationship with a target that, otherwise, would not even think about the brand, much less feel a connection to it. The Glad Tent is a breakthrough product that caused awe and excitement among consumers and elevated Glad perceptions from simple trash bag to an innovative and relatable brand.
THE GLAD TENT
案例简介：描述客户的简报 作为一个承诺更坚决反对浪费的品牌，我们已经在创新 3r 中的 2 个: 减少 (通过在我们的袋子中使用更少的塑料) 和回收 (通过支持回收计划和创造专业产品。)但是问题仍然存在: 我们如何将第3 R (重复使用) 应用于我们自己的包？ 此外，尽管厨房通常是我们的领域，女性 (家庭主妇) 是我们的目标，但我们想走得更远 (浪费无处不在!)) 和更年轻 (在消费者进入这个类别之前和之后与他们联系)。 我们希望人们在垃圾之外与快乐联系。 促进发展 我们想出了一个想法，这将有助于我们的品牌和我们的目标从厨房到 (外部) 世界与废物作斗争, 将 “重用” 原则应用于我们的产品，并与千禧一代建立相关联系。 进入快乐帐篷: 一种产品，打算在音乐节期间用作帐篷 (人们在那里露营几天)，在音乐节结束时用作袋子, 处理人们的垃圾。这种方式会让反对浪费的立场变得更容易和更酷 -- 即使人们只是想玩得开心。 结果 因此，我们通过帮助粉丝在发现营地时离开营地，使露营体验变得更加绿色: 干净。 与产品/服务的相关性 最后，品牌有一种方法将 “重用” 原则应用于他们自己的产品，这种方法对消费者来说是相关的和有趣的。有了这个想法，不仅会很高兴达到他们的品牌 DNA，而且会与一个目标建立一种有意义的关系，否则，这个目标甚至不会考虑这个品牌, 更不用说与它有联系了。 快乐帐篷是一个突破性的产品，在消费者中引起敬畏和兴奋，并将快乐的感知从简单的垃圾袋提升到创新和相关的品牌。
THE GLAD TENT
案例简介：Describe the brief from the client As a brand that promises a stronger stand against waste, we were already innovating around 2 of the 3 R’s: Reduce (by using less plastic in our bags) and Recycle (by supporting recycling programs and creating specialized products.) But the question remained: how could we apply the 3rd R (Reuse) to our own bags? Additionally, although the kitchen is usually our domain and women (homemakers) are our target, we wanted to go broader (waste happens everywhere!) and younger (connect with consumers before and as they enter the category). We wanted people to connect with Glad beyond trash. Promotion Development We came up with an idea that would help our brand and our target take the fight against waste from the kitchen to the (outside) world, applying the “Reuse” principle to our product and building a relevant connection with Millennials. Enter the Glad Tent: a product intended to be used as a tent during Music Festivals (where people camp for days), and as a bag, at the end of the Festival, to dispose of people’s trash. This way Glad would make the stand against waste –even when people are just thinking of having fun– easier and cooler. Results As a result, we made the camping experience a greener one by helping fans leave the campsite as they found it: clean. Relevancy to Product/Service Finally, the brand had a way to apply the 'Reuse' principle to their own product in a way that would be relevant and interesting to consumers. With this idea, not only would Glad live up to their brand DNA, but it would establish a meaningful relationship with a target that, otherwise, would not even think about the brand, much less feel a connection to it. The Glad Tent is a breakthrough product that caused awe and excitement among consumers and elevated Glad perceptions from simple trash bag to an innovative and relatable brand.
高兴的帐篷
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THE GLAD TENT
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基本信息
- 广告战役： #高乐氏-推广与活动-69c6#
- 广告品牌： 高乐氏
- 发布日期： 2000
- 行业领域： 互联网服务 , 房产/家居 , 日用品/母婴
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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